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NEW YORK CITY-TCN Worldwide, the Dallas-based affiliation, is looking to hike its public presence. In a recent interview, chairman Neil H. Siderow, who is also senior partner at locally based Murray Hill Properties/TCN, mapped out the programs designed to achieve that public—and internal–awareness.

With some 44 member organizations in more than 200 worldwide markets, Siderow says, TCN’s “financial platform has been built.” And while new members are always welcome, the push now is to increase the awareness of the group throughout its global market area. “So now we’re concentrating on shifting our energies from building TCN through affiliates to driving more business through the system.”

How? Advertising, says Siderow, who explains that the group has hired an advertising firm that is currently rolling out a series of ads for use by all members. Seven ads in all are expected to roll out through what could be a two-year campaign, Siderow states. The ads will provide a unity of message throughout the various markets with only the local company logo changing from market to market.

The other major push that Siderow emphasized is more internal, but no less effective. “We want to start an educational program that reaches to the individual broker in each market,” he states. The association is in the early stages of mapping out the program, so details are still light, but he explains that brokers within member firms currently “have to rely on their principals for information about how TCN can help them.”

The group wants to take that message directly to the individuals themselves, and Siderow expects that in the short term, one or maybe two dedicated educators are going to be hired to spread the word. The push, the chairman says, is good for the broker, the company and the association. It’s important for the individual brokers to fully understand how “the TCN concept can help in a sale presentation,” he concludes.

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